Opinion Article: "The price is right - for marketers"



In his book, Predictably Irrational, the behavioural economist Dan Ariely says we rarely choose things in absolute terms. We choose by comparing things with other things. So we often don't really know what we want until we see it in context.
This is why I struggled to read Predictably Irrational. Ariely is rubbish.
 
Good read and guerilla, while I understand where you're coming from, the case studies in his book give great insight, IMO.